marketing interactive

Shell Malaysia calls out to drivers with personalised digital billboard

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Shell Malaysia brought to life its premium fuel, Shell V-Power , through a dynamic billboard which identifies drivers and urges them to give the premium fuel a try. In partnership with MediaCom Malaysia and Moving Walls, the OOH initiative was an attempt to creatively communicate Shell V-Power while engaging drivers in a way that piques their curiosity.The Shell V-Power digital billboard has been programmed to spot cars passing through Jalan Maarof from a video feed. These cars are then identified based on the car’s brand and are “called out” by the billboard when the car is stationary. During this time, drivers will be urged to try out Shell V-Power through a personalised message. For example, when a BMW stops on Jalan Maarof, the billboard will light up with a message that reads, “Hey BMW driver, do you want to experience performance and power? Try the Shell V-Power today!”Malaysians can catch the Shell V-Power digital billboard during the peak hours from 8 am to 10 am and 5pm to 7 pm by Bangsar Shopping Centre, located on Jalan Maarof until 30 November 2018.Chung Ai Kee, head of retail marketing, said the company is always pushing boundaries through its products and services to help customers enjoy their life's journeys better. It also often finds ways to personally engage with consumers, and the digital billboard allows the company to do so in an interactive and fun manner."Through this digital billboard, we gave Shell V-Power a voice to reach out to the different drivers and to personalise the messages according to the car brands. We hope the drivers will enjoy the little surprise during their drive, and hopefully they now have a reason to find out more about Shell V-Power," she said.Meanwhile, MediaCom's business director, Maaz Khan, said application of technology in advertising is always fascinating, especially when integrated on a medium historically considered offline, i.e. OOH. "With this execution for Shell, we used machine learning to deliver customised advertisements to motorists based on their car brand in real-time. By doing so, we utilised the precision and personalisation of digital mediums, while having the scale offered by OOH," Khan said.(Read also: Head of retail marketing Ben Mahmud exits Shell Malaysia)

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